Pharmaceutical Brand PR: Developing Engaging Campaigns and Measuring ROI
The value of PR can seem immeasurable in brand positioning. Yet, in an age of budgetary juggling by marketing departments, the drive to scrutinize ROI is increasingly important. What’s more, as expectations on PR outcomes increase—in part due to social media—its role is broadening. A trend towards using key performance indicators to measure previously difficult-to-define notions of success is emerging.
Report Overview
In Pharmaceutical Brand PR: Developing Engaging Campaigns and Measuring ROI, FirstWord goes directly to the experts to determine key factors in what makes PR campaigns buzz and how tightened budgets but greater expectations have changed the way PR work is mandated. The report also examines the role of PR versus advertising and how, through social media, PR has become increasingly sophisticated to position brands across multiple channels and audiences. But mostly compelling, it dissects why—and how—ROI can be measured and how such information can deliver more insight than just numbers.
Key features
“I define PR as engaging and communicating with the multiple stakeholders involved in the decision process or the environment that you’re trying to influence. A lot of PR is about creating the right environment through which to have those conversations about diseases, brands and products.”
– Sam Barnes, Director, Axon Communications
“Those who define PR as simply media relations or the output and get PR involved very late in the process are not getting as much out of PR as they should. Today, PR is about defining the right blend of communications across both traditional and online media.”
– Claire Spencer, CEO, i-2-i
“The incorporation of social media and everything related to digital has changed the PR function and has lead us to broaden our perspective on communication and how things are evolving in the overall society.”
– Javier Boix, Strategic Communications Manager, Abbott Laboratories
Expert Views
Report Overview
In Pharmaceutical Brand PR: Developing Engaging Campaigns and Measuring ROI, FirstWord goes directly to the experts to determine key factors in what makes PR campaigns buzz and how tightened budgets but greater expectations have changed the way PR work is mandated. The report also examines the role of PR versus advertising and how, through social media, PR has become increasingly sophisticated to position brands across multiple channels and audiences. But mostly compelling, it dissects why—and how—ROI can be measured and how such information can deliver more insight than just numbers.
Key features
- Examination of strategies for measuring ROI in PR campaigns
- PR’s evolution in engaging multiple audiences and working for a brand
- Detailed research into what works—and what doesn’t—in PR
- The role of social media in PR and ROI measurement
- Insight into what other benefits ROI offers
- Experts views on the role of PR versus advertising and if the ratio should change
- A full breakdown of the role of PR in the marketing mix
- Clear insight into quantifying ROI and developing measurement criteria
- Access to expert opinion from key leaders in the industry
- What makes a compelling PR program?
- How has the influence of different audiences changed?
- Can PR replace advertising?
- How can ROI of a PR program be measured?
- How does social media impact PR outcomes and strategies?
- Brand Directors/Managers
- Heads of Communications/PR
- Market Access Directors/Managers
- Heads of Marketing Excellence
- Heads of Marketing and Marketing Communications
- PR and Medical Communications Agencies
- Medical Communication Consultants
“I define PR as engaging and communicating with the multiple stakeholders involved in the decision process or the environment that you’re trying to influence. A lot of PR is about creating the right environment through which to have those conversations about diseases, brands and products.”
– Sam Barnes, Director, Axon Communications
“Those who define PR as simply media relations or the output and get PR involved very late in the process are not getting as much out of PR as they should. Today, PR is about defining the right blend of communications across both traditional and online media.”
– Claire Spencer, CEO, i-2-i
“The incorporation of social media and everything related to digital has changed the PR function and has lead us to broaden our perspective on communication and how things are evolving in the overall society.”
– Javier Boix, Strategic Communications Manager, Abbott Laboratories
Expert Views
- Steven Spurr, Group Managing Director, Health, Edelman
- Javier Boix, Strategic Communications Manager, Abbott Laboratories
- David Berkovitch, Associate Director, Fleishman-Hillard
- Sam Barnes, Director, Axon Communications
- Claire Spencer, CEO, i-2-i
EXECUTIVE SUMMARY
THE ENVIRONMENT
WHAT IS PR?
A definition
WHAT CAN PR DO FOR A COMPANY OR BRAND?
Are brands necessary?
What makes a compelling PR campaign?
Messaging
Audiences
Key Opinion Leaders (KOLs)
National Opinion Leaders (NOLs)
Practicing physicians—primary and secondary care
Nurses
Pharmacists
Payers
Healthcare commissioners
Patients and patient groups
The general public
The changing influence of audiences
Media relations
Quality of press releases
Engagement - rethinking relationships
DIGITAL AND SOCIAL MEDIA
THE PATIENT VOICE
ADVOCACY DEVELOPMENT
THE POWER OF PR IN THE MARKETING MIX
PR versus advertising: has PR begun to replace advertising?
Expectations of PR
Regulatory constraints
The PR budget
MEASUREMENT: HOW CAN ROI FOR A PR CAMPAIGN BE MEASURED?
The importance of identifying appropriate measurement criteria
How does the explosion of social media complicate the measurement of ROI?
Quantifying ROI
Measuring ROI can do more than just demonstrate the monetary value of PR
THE FUTURE LANDSCAPE
ACKNOWLEDGEMENTS
THE ENVIRONMENT
WHAT IS PR?
A definition
WHAT CAN PR DO FOR A COMPANY OR BRAND?
Are brands necessary?
What makes a compelling PR campaign?
Messaging
Audiences
Key Opinion Leaders (KOLs)
National Opinion Leaders (NOLs)
Practicing physicians—primary and secondary care
Nurses
Pharmacists
Payers
Healthcare commissioners
Patients and patient groups
The general public
The changing influence of audiences
Media relations
Quality of press releases
Engagement - rethinking relationships
DIGITAL AND SOCIAL MEDIA
THE PATIENT VOICE
ADVOCACY DEVELOPMENT
THE POWER OF PR IN THE MARKETING MIX
PR versus advertising: has PR begun to replace advertising?
Expectations of PR
Regulatory constraints
The PR budget
MEASUREMENT: HOW CAN ROI FOR A PR CAMPAIGN BE MEASURED?
The importance of identifying appropriate measurement criteria
How does the explosion of social media complicate the measurement of ROI?
Quantifying ROI
Measuring ROI can do more than just demonstrate the monetary value of PR
THE FUTURE LANDSCAPE
ACKNOWLEDGEMENTS
